Develop a blended learning system using collaborative learning and cognitive tools to enhance an analytical thinking abilities in marketing research for undergraduate students

Abstract

The purpose of this research was to develop a blended learning system using collaborative learning and cognitive tools to enhance an analytical thinking abilities in marketing research for undergraduate students. The research and development (R&D) procedure were divided into two phases: 1) created the blended learning system using collaborative learning and cognitive tools to enhance an analytical thinking abilities in marketing research for undergraduate students (Collab & CTBL System), and 2) study the effect of using a Collab & CTBL System. The sample group in this study consisted of 20 undergraduate students at the Faculty of Business Administration, Rajapruk University who had enrolled to the Marketing Research in the first semester of 2016. The experiment period was 14 weeks. The instruments used in this research consist of the Learning Management System (LMS), analytical thinking abilities evaluation forms, collaborative learning and cognitive tools that reflect to analytical thinking abilities evaluation forms, marketing research report evaluation forms, and opinion questionnaires. The quantitative statistics used in this study are frequency distributions, percentage, mean, standard deviation, and t-test Dependent. The results of this research were as follows: 1. The Collab & CTBL System consisted of four main components as followed: 1) input consisted of six subcomponents: [1.1) instructor, 1.2) learner, 1.3) content, 1.4) learning management method, 1.5) learning media, and 1.6) evaluation)], 2) process, 3) output, and 4) feedback. The learning process consisted of 3 processes: 1) preparation, 2) setting the learning activities, and 3) evaluation. The instructional process consisted of five steps: 1) offer subject to study and grouping students, 2) meeting planning and creating agreement, 3) construction project or piece of work consisted of five steps: [3.1) specify their requirements analysis, 3.2) define the problem or objective associated with the requirements analysis, 3.3) specify principles or rules to separate the components of the their set, 3.4) classification criteria, and 3.5) debate and conclude the solutions within the group,] 4) presentation of the project, and 5) discussion and summary 2. The undergraduate students learned with the Collab & CTBL System had a statistically significant difference of the analytical thinking abilities posttest scores higher than pretest scores at .05 level. The students agree that the Collab & CTBL System was appropriate in a high level.